I guess, this is what we are evolving to from an existing POE( Paid Owned and Earned) strategy.Optimisation essentially comes from the fact that no matter how relevant or attractive your content , it needs to be optimised across multiple devices.So marketers are trying to move away from mobile apps( which would be preferred by consumers) to a more mobile optimised website pushing content also becomes far more easier than otherwise. So one interesting trend to look forward in 2013 would be to see how apps compete with mobile optimised content.Now moving over, this optimisation essentially leads to more personalisation. With some good data and insights, it becomes a personal experience for individuals, rather than a website designed for everyone but relates to none.In turning this out, a more accurate ROI gets defined and advertising becomes no more just plain advertising, but source for relevant information.But, the catch is to generate these data, it depends on how much personal information one wants to give out?So personalisation or privacy would be a question to be answered by every individual…my opinion…the more information you are willing to share, the more targeted and accurate could be the messaging. Would be interesting to see also what the government decides.Government or no government, the end of 2013, could look lot different from 2012, with the successful ones who continue to optimise and push across for POM

Ever faced a scenario of a faulty digital media strategy? Well, no one is alone. Even a firm like Microsoft makes mistakes. It started with the acquisition of aQuantive, an online advertising firm. Microsoft thought on acquisition of this firm, it would be a significant tool to boost their online advertising effort. Well, it just turned out to be a huge mistake. On “investigating” it turned out to be a fauty digital media strategy.

Soapart from developing a sound digital media strategy which includes company goals, visions, risks, product offering technological processes, there are some pitfalls to be avoided as well.

No Proper advertising solutions–Relying only on social network as an advertising solution is not good enough. In spite of having fan pages, the limited exposure won’t deliver the kind of results your company needs to be successful. The digital media should also include additional paid advertising solutions. This just broad bases the target market and stronger chance of creating brand awareness on social channels.

No Proper Planning—A digital media needs to be planned effectively. It is not enough just to scratch the surface and expect the strategy to deliver huge results. Demographics, social graphics have to be understood, you need to know your target audience, best time to reach them, strategy to engage them and most importantly, how to achieve your goals with your digital strategy.

No Proper Focus–A clear cut goal on what your company is promoting and how to reach its sales goals must exist. A simple strategy should also address What is your brand about? Any primary goals? What is the advertising story?

Importance of mobile advertising opportunities:- Including content marketing within your strategy is equally important to drive traffic and revenue. Therefore including mobile advertising opportunities in a digital plan is important. In fact it is predicted, that digital advertising would surpass traditional media very soon.

I am not saying that the above should make your digital plan a kick @$$ one, but atleast avoiding certain pitfalls is definitely a start to a path of an awesome digital plan.

These are two terms often incorrectly used interchangeably, creatingconfusion in the marketplace.

Geo Targeting- This is a broad reference to method of pinpointing anaudience on their location, ranging from as wide as a state togranular address level. Geo targeting is possible on any modes ofadvertising, by means of selecting location applicable to eachcampaign. Since, mobile has the unique capability to target audiencefar more granular than any other medium, there are various targeting

Geo Fencing:-

This is a more specific application of Geo-targetingwhere a virtual barrier is created around a defined area. Geo fencingcan be broad level in terms of state, or a city block. This method isusually used to trigger ads based on the location of a smart phoneuser. Geo fencing is used mostly alongside other targeting elementslike demographics, search history etc…

Location, Longitude, Latitude.

When we download a mobile application, there are number of settingsthe user agrees upon in terms of his/her personal data. The dataavailable within these application publishers, there exists a minefield of data for marketers.

Latitude/Longitude:- This method relies on the GPS setting, by pickingup signals from the orbiting Global Positioning System satellitenetwork. The details given by the GPS, provides mobile ads to betargeted down to a city block. However, for this method to work, theGPS need to be enabled on the users mobile, only 10-15% (estimated) ofphones are location enabled at a given time.

Cell tower triangulation:- this method identifies all the deviceoperating within its range. Its accurate only on a market level basis,and more over marketers don’t have access to mobile data. Celltriangulation is mostly used as a second layer to refine GPSinformation from a mobile device.

UDID:– Unique Device Identifier is a unique alphanumeric numberassociated with a device that allows a developer to track their ownapps. The UDID made headlines early this year when Apple announced itwould reject apps in the iOS App Store that utilize this code.

The main reason being that apps collect number without permission

from the users. The UDID means nothing on its own. Its like a driver

license number without any other info. However, when it’s put into

a database it can be used to track the statistics of the app. This tracking

data is the crux of how ad networks work.

To sum up, as this medium grows, newer terms with more crisp targeting

Every now and then we are constantly reminded that Google controls nearly half of the global online advertising market. So it won’t come as a surprise that it has reams of data to give various insights.

Google today released first of its publication collected from across its display properties, including DoubleClick for publishers, DoubleClick ad exchange and the Google adsense network.

The report gives insights into the top ranking verticals by ad impressions and also some valuable insights into mobile Web and video ad impressions, geographical patterns as well.

Google found in 2011, Arts& Entertainment were the top verticals across AdSense and Ad Exchange, followed by Online Communities and Games. However categories like Shopping, Sports, Pets and Auto&Vehcile sites were among the verticals to experience the fastest year-on-year growth. Interestingly Online Communities saw a double digit decline, as did Business & Industrial and Reference verticals.

As for Web impressions, Google said publishers in all verticals except travel saw double-digit growth in the fourth quarter of 2011. The strongest vertical with mobile usage was Shopping, followed by Food & Drink and People & Society.

Other interesting finding included:-

–Mobile web impression on the Ad Exchange and AdSense platform climbed 250 percent from third to fourth quarter in 2011.

–North America and Western Europe lead the pack in terms of online content, but smaller pockets like Palau, Guinea and Laos are also posting good growth rates in terms of ad impression. Leading the pack in terms of ad impression are United states, followed by China and Japan.